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Your Elevator Pitch Is Not a "Weapon"—It's an "Arsenal"

2/9/2014

6 Comments

 
We all are familiar with the concept of that 30- to 60-second “speech” known as the elevator pitch. A “typical” elevator pitch goes something like this (read it aloud and check the second hand on your watch):

Hi, I’m Tyler Jones. I copy edit, proofread, and fact-check nonfiction trade books and periodicals. What publishers know and appreciate about me is my competency in style conventions, my ability to reconcile them with house style, and the way I ensure the language of the piece is appropriate for the target audience. With my capacity for tact as well as professional firmness, dealing with subject-matter experts and in-house editors is a breeze for me. The result of all that is a timely turnaround of my projects, and new quality publications get released on schedule. I am currently looking for a role as a developmental editor, where I can apply my writing acumen as well as my publishing-business savvy.

And check—yes! All this can be rattled off in the time frame “allowed.” And there are some people out there who do just that, at every networking function, in every small-group conversation they join.

Having their lines memorized may give those people the necessary confidence, or make them especially proud of their “expertise.” And presenting yourself so “fluently” is sure to make an impression…right?

Well, an impression it will make for sure, only not the one that was intended. People will be just plain overwhelmed. Worse yet, in most situations they will probably find this approach off-putting, and perceive this type of “master networker” to really be saying: “OK, enough of me now. So what do you think of me?”

But…this is the elevator pitch! It’s what you are supposed to do in networking, isn’t it?

Yes, you do want to have an elevator pitch, but not one where you just hit “Play.” A canned pitch, memorized and regurgitated with the exact same words in the exact same order, is a buzzkill; that “elevator” will only go down, and fast.

No, your elevator pitch is a tool. Here are some pointers on what makes this tool effective.

Rehearse the gist, not the words.

You can word each key piece of information in various ways. Jot down your information in sentence fragments, and review it periodically so it will come to mind the moment you need it.

Practice the delivery of your information: in front of the mirror, with family, with friends, and with fellow networkers during meetings. That way, your exact words will vary naturally.

You may also notice how the order of pieces of information changes over “trial runs.” So you went from saying what you do straight to saying what you are looking for, instead of talking about the unique ways you do things? OK, maybe that was appropriate in that situation. The order in which you touch on your talking points is not chiseled in stone, no more than your exact words are.

Give the other person a chance to chime in.

At some meetings, people in attendance take turns standing up, one at a time, to introduce themselves. That’s the only situation I can think of where you want to deliver your entire elevator pitch, or most of it.

In all other situations, elevator pitches take more of a conversational form, speaking turn by speaking turn. Ask questions that invite the other person to expand: “So what do you do?”; “What brings you to this event?”; or “What are you most interested in?”

The other person’s answers may come with cues that allow you to direct the conversation back to all the wonderful things you have to give. Having the gist of your elevator pitch ready will make it easy for you to know a cue when it comes your way.

Less can be more.

So you just met a person, went back and forth with her five times, and didn’t have a chance to get the “communicate-with-tact-and-firmness” part of your elevator pitch in? Then maybe there wasn’t a good cue for that. Sometimes there is just no apparent connection across industries, roles, pursuits, aspirations, or even towns.

Trust your gut and your best judgment: if a conversation doesn’t get off the ground, don’t force that last talking point; it would probably fall flat. Every so often, the most gracious move is to say something like: “Well, it was nice to meet you. Now what say we find out what the others in the room are talking about?”

To sum up:

The elevator in your office building doesn’t go all the way up and down all the time, does it? Rather, people get on the elevator at various levels, and stay on for varying spans of levels. Therefore, you don’t want to be concerned with delivering your entire elevator pitch. What is much more productive is to use each of your talking points as ammo, one at a time. If it’s on target, reload. Oh, and give the other side a chance to take their shot as well.

6 Comments
Phil link
2/9/2014 02:19:17 pm

The elevator pitched used as a canned speech not only is a weapon, but most intelligent people will take it for exactly what is…..a canned speech. When you edit it for the audience that you are before, then it can become the tool that you want to use. It is like performing surgery with the scalpel and not the bone saw.

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Wolfgang
2/9/2014 10:19:47 pm

Thank you for your two cents, Phil. I noticed how your comment here was different from the one you left on LinkedIn; that gets your point across!

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Nancy Wolff Leary link
2/10/2014 01:02:58 am

Well said and important. I find that some of the most impactful pitches are the ones where an individual recounts a recent incident or article which speaks to the value they provide. A key point is to consider the needs and wants of prospective clients and speak to those.

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Wolfgang link
2/10/2014 07:21:44 am

Exactly, Nancy—what you say should speak to their needs. And what they don't need is a barrage of information just dumped on them. A conversation with back-and-forth speaking turns, on the other hand, will allow you to probe: how what you say is received, and what you hear about their needs when they speak.

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Warren Radtke link
2/15/2014 09:25:08 am

I think of an elevator pitch as a positioning statement. Also, my advice for a "networking event" or meeting (alumni gatehring, etc.) is to find out as much about the other attendees as you can. When a person seems to be someone with whom you think could be helpful, end the conversation with "I'd like to talk with you some more. May t telephone you later this week (or next) to arrange a mutually convenient time to talk for about 1/2 hour?" It is in this coming conversation that you can put forth your narrative and your focus, and ask for ideas the other might have as to how you can find what you are looking for,

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Wolfgang link
2/16/2014 09:04:11 am

Where to go from there after you first meet—great point, Warren. I see the validity in your "positioning statement" notion. At the same time, when you ask the other person for a follow-up conversation, you are "pitching" your brand. Of course there only is so much you can cover when you first meet, so I am all for the idea of asking for a follow-up conversation while the initial conversation has momentum to it.

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